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How To Use Google AdWords Without Throwing Your Dollars Down The Drain
Karen Dauncey
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Google make $63 per second in Australia
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Who is Karen Dauncey?
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Lets get dirty with AdWords
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Search Ads
Google AdWords
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Google Shopping Ads
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Display Ads
Google Display Ads
Google Display Ads
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YouTube Ads
Pre-roll YouTube Ad
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Why Use Google AdWords
Nothing is more powerful than appearing on the front
page of the Google Search Engine Results page
when someone is searching for your product or service.
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Niche, niche, niche
Businesses that have niche keywords that represent the product or service they sell accurately
AdWords Management Adelaide
Outdoor Blinds Perth
Dog walking Sydney
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High volume, relevant keywords
Relevant keywords with decent search volumes.
Depends on your conversion rates for what a ‘decent’ volume is.
Depends on the type of business for how much traffic you need.
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E-Commerce businesses
• E-Commerce websites that sell products
in excess of $100 (generally)
• This works even better if you can get
Google Shopping working and leverage
the long-tail of search.
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Quality Score
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My Top 10
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1. Keyword Match Type
Do not use broad match!
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Broad match keywords
Keyword= Dress
Cocktail dress
Fancy dress
Dress up games
Bridesmaid dress
Lace dress
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Broad match examples
Tourist resort in WA Driving School
Keyword= Driving lessons
V8 driving lessons
Driving test tips
Dangerous goods licence training Perth
Drink drive course Perth
Keyword= Camping
Free camping checklist
Camping area in SE QLD
Free camping Sunshine Coast
Camping gear
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2. Choose your network carefully
Only use the display network if it’s part of your strategy
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Search Network only!
Google Search Network
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3. Do your keyword research
Understand keyword intent
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3. Keyword intent examples
Keyword = Tree Sydney
Website found for
Gum tree Sydney
Hire a christmas tree Sydney
Better keywords
Tree Lopping Sydney
Tree Trimming Sydney
Tree Cutting Sydney
Tree Loppers Sydney
Tree Removal Sydney
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4. Look at your search terms report
See the exact keywords your web visitors have typed into Google then
clicked through
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Where to find the search terms report
Search terns report
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Search term favourites
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5. Add negative keywords
Add negative keywords to increase accuracy, your click-through rate and
quality score
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Negative keywords
Google suggest
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Negative keywords
Related searches
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6. Add multiple adgroups and ads
Personalise your ads to the keyword you are targeting
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Multiple adgroups and ads
Keywords
Outdoor Blinds
Awnings
Aluminium Shutters
Ads
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7. Consider your landing page
Match your keyword to your landing page
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Landing Pages
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8. Choose your geography
Only run ads where you operate your business
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Target your ads to the area you operate in
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9. Use Ad Extensions
Sign up for Google My Business and use all ad extensions
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Ad extensions example
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10. Link to Google Analytics
Link to Google Analytics, add conversion tracking code and measure results
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Measure your campaigns
• Link AdWords to Analytics
• Set up a goal page on your site
• Add conversion tracking code
• Call tracking
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Do you make more money?
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Stay in touch
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Google+
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